Coyne Beahm to Tout Kids Camp

Coyne Beahm has become the lead ad agency for the Victory Junction Gang, a center for chronically ill children.

The Greensboro, N.C., shop will produce television, radio, print, direct and out-of-home advertising for the proposed $24 million facility, a part of the Hole-in-the- Wall network of no-cost camps pioneered by the actor Paul Newman.

I believe in helping these kids,” said agency partner and creative director Patrick Coyne. “There’s not a lot out there for them.”

Billings on the nonprofit account are undisclosed.

Coyne Beahm’s first work is scheduled to break this July, tied to the Pepsi 400 race at Daytona International Speedway in Daytona, Fla. An initial television spot will play inside the speedway and later on broadcast and cable outlets.

Victory Junction, located in Randleman, N.C., will be built around an auto-racing theme, a direct connection to co-founder and Nascar driver Kyle Petty and his father, Richard Petty, who donated the land.

Celebrities, including Newman, the Pettys and other Nascar drivers, may be featured prominently in the campaign.